Does Entrepreneurial Motivation Affect Rural Homestay Entrepreneurs' Continuous Operation Intention? The Serial Mediation Effects of Community Relations and Entrepreneurial Performance Perception

Developing the rural homestay industry is beneficial for poverty reduction in rural areas and its sustainable development is closely related to the continuous operation intention of rural homestay entrepreneurs. Based on a first-hand questionnaire survey data for 368 rural homestay entrepreneurs, methods such as factor analysis, multiple regression analysis and the mediation effect test were used to explore the impact of entrepreneurial motivation on the continuous operation intention of rural homestay entrepreneurs and its internal mechanism. The results indicate that entrepreneurial motivation has a significant positive impact on rural homestay entrepreneurs' continuous operation intention. Community relations and entrepreneurial performance perception not only have simple mediating effects, but they also play a serial role in mediating the above relationship. This study provides a systematic theoretical framework for understanding and improving the continuous operation intention of rural homestay entrepreneurs, which can assist in ending the poverty dimension of the UN Sustainable Development Goals (SDGs) to some extent.